Twitter is tapping into the "second screen" conversations its users have while watching television through the purchase of London-based SecondSync and Paris-based Mesagraph. Both have good contacts in
the television industry, providing data on "social TV" which SecondSync says makes it a perfect fit to become part of Twitter because no other platform is so central to second screen television
conversations. Twitter has also extended a relationship with market research firm Kantar to a five-year partnership through which both sides will share data to better understand social TV trends.
Ultimately it is expected this improved understanding of second-screen activity will allow advertisers to better promote apt message to those engaged in conversations around a particular show or
star.
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